Context:
Azki is the leading insurance aggregator in Iran.
We help users compare prices, understand what they buy, and complete insurance fully online.

Story:
This is the final step before paying for insurance. Any confusion → users drop. Because payment happens on a separate government gateway, users must fully trust this step. But users were confused about wallet, discounts, and invoice — and many did not continue.

My Role:
Product Designer — End-to-End (Research, UX, UI, Data, Testing, Handoff)

Platform:
Web + Mobile Web

Timeline:
3 months (Design 1.5 — Development 1.5)

Team:
PM, Dev Team, QA, EDM, Data Analyst, UX Writer, Visual Designer, Design System Manager

User Segment:
All users buying any insurance on Azki

Business Goals:
– Increase conversion
– Reduce time on page
– Reduce dead clicks

Problem:
Users faced three core issues:
– Low understanding (unclear pricing and insurance info)
– Low confidence (UI and content confusion)
– High friction (technical blockers in the final step)

Constraints:
– Must follow current flow and APIs
– Design system limitations
– Technical restrictions

Research Methods:
– Analytics and funnel analysis (Google Analytics + Metabase)
– Heatmaps and dead click review (Microsoft Clarity)
– Customer support logs review (Chat + Call Center)
– Stakeholder interviews
– Competitor benchmarking
– Heuristic evaluation (Before redesign)
– Usability testing (Redesigned version — before launch)

Solution:
Clear content
 Better structure
 Better focus
 Helpful info
 No blockers
 Better visuals
 Simple payment

Outcome:
+9% Conversion Rate
-23% Time on Page
-16% Dead Clicks
 Strong improvements in both business and user experience.